Center Parcs signe avec le Paris Saint-Germain et met en scène le jardinier du club

Le Paris Saint-Germain enchaine les signatures de partenaires et annonce aujourd’hui l’arrivée de Center Parcs qui obtient le « Label officiel du Paris Saint-Germain ».

Avant de rentrer dans le plan d’activation de ce partenariat, il est intéressant de remarquer le nom de ce partenariat : « Label officiel ». Après partenaire officiel, fournisseur officiel, le Paris Saint-Germain crée donc ce 3ème niveau de partenariat qui s’apparente, au premier regard, plus à une autorisation d’utiliser des marques et des symboles du Paris Saint-Germain. Le « Label officiel » est semble donc être un nouveau produit marketing permettant à des marques visant à tirer profit de la notoriété du Paris Saint-Germain de s’associer et bénéficier de quelques contreparties intéressantes.

Dans le cas de Center Parcs, la marque a décidé d’exploiter une contrepartie jusqu’alors pas voire peu utilisée dans le monde du sponsoring sportif. Pour comprendre l’activation, il faut comprendre le positionnement et la signature de Center Parcs, à savoir « Nature is Fun ». Ce positionnement se décline par des activations très événementielles autour d’activités uniques toute l’année au coeur de la nature préservée, présente dans les parcs.

Pour donner un coup de boost à ces activités et recruter un cible jeune, Center Parcs a décidé d’activer son partenariat avec le Paris Saint-Germain en utilisant le jardinier du club, Jonathan Calderwood, l’une de ses grosses recrues de l’ère QSI, puisque Calderwood fut élu jardinier de l’année en Premier League. Jonathan Calderwood est au coeur de la campagne média de Center Parcs et d’une vidéo dans laquelle on apprend que le Paris Saint-Germain envoie son meilleur élément afin de donner le coup d’envoi des Ateliers Foot Paris Saint-Germain dans les domaines Center Parcs.

Cette campagne, ainsi que la vidéo, seront visibles jusqu’au 2 avril, en affichage, sur les médias sociaux et sur le web. Center Parcs et le Paris Saint-Germain relaieront également l’opération sur Facebook, Twitter et auprès de leurs abonnés et mettront en jeu de nombreux séjours.

La campagne se poursuivra lors de la 32e journée du championnat de Ligue 1, à l’occasion du match Paris Saint-Germain – Reims, Center Parcs sera à l’honneur dans le Parc des Princes. Un dispositif spécifique sera mis en place avant le match mais aussi en tribune. 

La campagne se clôturera en fin de saison avec des ateliers foot dans les domaines Center Parcs. En effet, les coachs de la Paris Saint-Germain Academy seront présents dans les 4 domaines en France durant 3 week-end spéciaux, le 23 mai, le 28 mai pour le week-end de l’Ascension et le 6 juin pour le week-end de la Pentecôte. Les enfants de 6 à 17 ans vivront un entraînement unique, entourés d’un préparateur du Paris Saint-Germain et d’un animateur Center Parcs. Un terrain indoor aux couleurs du Paris Saint-Germain sera installé dans tous les domaines Center Parcs en France.

Au final, on se rend donc bien compte que cette campagne publicitaire aurait pu voir le jour sans le Paris Saint-Germain mais que la présence de la marque avec son potentiel d’image aujourd’hui en France. L’absence de joueurs dans le dispositif mais l’utilisation du jardinier permettra néanmoins à Center Parcs de mettre en place une histoire cohérente et créative.

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